A compelling value offer is the fundamental corner-stone of any business. Pookinuk offer Australian customers dog & cat food + accessories, delivered to their door (next day) at under retail price. The value customers are paying for is not the price saving, but the convenience of receiving premium dog food delivered to them. Traditional marketers would call this service value.
Internet advertising is responsible for many new clients trialing the service. Search any of the brands Pookinuk sell (Eukanuba, Royal Canin etc.) and you will see the website appear on Google, Yahoo & MSN. The interweb has been extremely important in growing the reputation of the business, by targeting consumers that are actively engaged in searching for a product / solution. However, any savvy marketer will tell you that Internet advertising is only one component of the marketing mix.
Richard is also particularly good at network marketing. His team sponsors and visits most of the various pet functions like 2009's Bark In The Park. With strongly branded cars in Pookinuk colours, he communciates with pet owners, offering them free samples and engaging people with his brand.
Future Marketing Strategy - Josh Strawczynski's Opinion
The next step for Pookinuk is the big one, a transition from pet food supplier to one stop show for everything pets. You don't need a lot of segmentation to find that 'pet people' spend a lot of time & effort on their pets. In times of recession, pet spending is one market that doesn't slow down.
Twitter & other communication portals now facilitate business's like Pookinuk communicating with their clients and positioning themselves as pet experts. The value offer now changes as owners feel more comfortable asking Pookinuk for advise on wormers, vets, flea control, food recommendations and more, this of course transitions into more sales, more dedicated customers and a very strong business model.
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